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The Social Hub started as The Student Hotel: a place where students could feel at home, connect, and build the future they believed in. But the ambition was always bigger. Today, The Social Hub connects changemakers across generations, people who learn, stay, work and play under one roof, with the belief that opportunity should not be a privilege, but a right.

To put that belief into practice, The Social Hub launched a dedicated foundation: TSH Talent Foundation. Through scholarships, immersive learning programs and an active alumni network, the foundation offers concrete support for underrepresented changemakers to grow, connect, and lead with impact.

The Social Hub asked Nice + Important to help scale their social ambition within a strategic framework. Our role was to shape the Theory of Change, define what success looks like, and articulate a positioning that would allow the TSH Talent Foundation to grow its impact, attract partners, and stay aligned with the brand’s wider purpose.

We developed the full strategic identity of the TSH Talent Foundation, from Theory of Change to visual language. Together, we reframed the brand around one bold promise: to make opportunity a right, not a privilege. The positioning focuses on changemakers who’ve faced the highest of barriers, and now help others navigate similar paths.

Rather than lead with statistics, we led with belief. We built a messaging house and manifesto rooted in empathy, not circumstance. The visual identity supports that message: warm, energetic, and grounded in movement. Designed not just to communicate, but to invite, activate, and grow.

• Theory of Change and strategic framework
• Brand story, brand house and messaging house
• Tone of voice and design principles
• Visual identity (logo, colour, type, photography, gradient, motion)
• Application across formats: website, poster, presentation deck, email signature, annual report cover, foundation brochure
• Development of community rituals and internal brand culture tools